Special Olympic Athletes Spotlighted in "Your Support is Real Magic" Campaign for Coca-Cola by Grey

Jun. 19, 2023

Grey launches the "Your Support is Real Magic" campaign for Coca-Cola to spark attention and generate support for the Special Olympics athletes in Berlin - a global movement of people creating a new world of inclusion and community.

In this extensive Out of Home campaign, a team of participating athletes with intellectual disabilities are spotlighted in striking portraits, displayed in key German locations. Launching on Saturday 17th June and running in Germany throughout the World Games until 25 June, "Your Support is Real Magic" will also introduce German sporting fans to the Special Olympics sportspeople in three powerful television commercials, as well as through partnerships, print, video on demand, and social. 

"Your Support is Real Magic" is aimed particularly at football fans around the country, from Dortmund to Berlin. Grey, the global advertising and marketing agency, wanted to redirect some of the fandom and love that German people have for their football clubs towards the athletes competing in this year’s event. 

The World Games is the most anticipated Special Olympics competition of the year, and while Germany is hosting it, only 7% of Germans knew the Special Olympics existed previously. "Your Support is Real Magic" aims to change that through promoting inclusivity and acceptance in the sporting world. The campaign also highlights the Special Olympics’ mission as a global movement that aims to create a world of inclusion and community. The Coca-Cola Company is a long-standing partner of the Special Olympics, and the "Your Support is Real Magic" campaign is key to the partnership.

Alessandra Francesca Rebecchi, Europe Strategy & Creative Marketing Manager, Coke said:

"The athletes of the Special Olympics have big ambitions, like other athletes they dream bigger and support can make those dreams happen. It’s so exciting to launch this campaign and give prominence to the incredible sportspeople competing in Berlin and promote a more exclusive sporting world for all."

 

Laura Visco, CCO for global accounts at Grey added:

"Being part of this campaign has been an absolute honor. Collaborating with these inspiring athletes and witnessing their stories first hand has been a profoundly humbling journey. I hope this campaign can serve as an inspiration, rallying others to actively advocate for the Special Olympics".